Advertising and campaigns
Advertising and campaigns that build memory, not just reach
Campaign, product launch, creative concept, brand platform and decision material. Sector compliance is solved inside the creative process instead of after it. In health and in agribusiness, that is what separates the campaign that ships from the one stuck in approvals.
The landscape
Running media got cheaper. Being remembered got harder
The money did not disappear. In 2025, advertising investment placed through agencies in Brazil reached R$ 28.9 billion (Brazilian reais), up 10% on the previous year, according to the Painel CENP-Meios, published by CENP, the Brazilian council that sets and audits the standards between advertisers, agencies and media. Buying space has never been easier.
The problem starts after the buy. In any given quarter, only around 5% of B2B buyers are actually in market for a category. The other 95% will not respond to your ad today. They will remember it eight months from now, or they will not.
Advertising investment placed through agencies in Brazil in 2025, up 10% on the previous year. Figures in Brazilian reais.
CENP, Painel CENP-Meios, March 2026Of B2B buyers are not buying this quarter. Your campaign is not convincing whoever decides today: it has to be remembered by whoever decides a year from now.
Ehrenberg-Bass Institute and LinkedIn B2B InstituteAverage Star Rating of brands with high creative consistency against the least consistent ones, across 4,164 ads from 56 brands over five years.
System1 and IPA, The Consistency Machine, November 2024Position
In a long decision, a campaign does not harvest demand. It builds memory.
That repositions the entire job. When the buyer only decides three quarters from now, today's campaign cannot be judged on today's pipeline: its job is to build the memory that gets consulted when the decision finally shows up. Treating the two as one thing means measuring the campaign against the wrong indicator and concluding that it failed.
Consistency stops being a style guide detail here and becomes a business variable. The Consistency Machine, by System1 with the IPA, analyzed 4,164 ads from 56 brands with 624,600 consumers over five years: brands with high creative consistency reached an average Star Rating of 3.3 against 2.3 for the least consistent, a gap associated with roughly one percentage point of market share.
One share point is a lot of money in any category. And it does not come from one brilliant isolated idea. It comes from repeating the same assets, the same tone and the same promise long enough for someone to keep them.
That is why our first deliverable is almost never an ad. It is an agreement about what the brand will always say, what it will never say, and what stays the same when the brief changes. After that, creating gets faster and approving gets easier.
The method
How a campaign is born here
Four movements, in order. Regulatory comes in during the first one, together with the problem, and not in the last one, together with the rush.
Understand
The buyer, the real barrier, the competitor and what your team has already tried. It ends when we write the problem in one sentence you recognize as yours.
Organize
Message hierarchy, audience, channel and sequence. Order is a campaign decision, not a layout one: whatever lands first frames everything after it, and whatever repeats is what sticks. That part comes from neuroscience, and ordering the argument is all it decides here. This is also where you decide what the campaign will not say.
Build
Concept, creative, production and channel adaptation, with referenced claims and a real approval code from the first version.
Win
Go live, measure and correct against the indicator agreed before the start. Attention is not bought: it is won, and lost again the following week.
Deliverables
What we deliver
- Brand platform and campaign concept
- Corporate, product and launch campaigns
- Disease awareness campaigns, in the non-promotional format
- Decision material for the sales force and for the technical buyer
- Channel adaptation, with the brand standard held
- Media planning and buying, with results read back
Sectors
The ground we stand on firmest
Good campaigns depend on knowing the rule and the audience before having the idea. The first two grounds below are the ones this house knows from the inside. The others come through often, and the list does not close on any of them.
Health and pharma
In health, what blocks approval is almost never creativity. It is compliance. And most of the rework comes from things that could have been decided in the brief.
In Brazil, RDC 96/2008, the rule on drug advertising issued by Anvisa, the national health regulator, restricts advertising of prescription medicines to media aimed exclusively at professionals licensed to prescribe or dispense (article 27) and, online, requires access controlled by electronic registration of the professional (article 29). A piece that highlights a benefit must also highlight at least one contraindication and one interaction, in a type size at 20% of the largest type used (article 28): that sets the layout, not only the copy. And an adjective such as safe or effective only goes in accompanied by the scientific reference that justifies it (article 9).
We treat those rules as starting material, not as a final filter. Every piece leaves here with referenced claims, numbering that matches the reference list and a real approval code, never a placeholder. Sign-off stays with the client: under Brazilian rules the agency shares liability for a non-compliant piece, so this is not a courtesy on our part.
Agribusiness
Agribusiness is one of the largest sectors of the Brazilian economy, and it has both its own rules and a media behavior almost no campaign respects. Crop protection products follow CONAR, Brazil's advertising self-regulation council, with a specific layer on top, and the farmer consumes information in a particular way: according to the 9th Rural Producer Habits Survey, run by ABMRA, the Brazilian agribusiness marketing association, in September 2025, 96% of them use WhatsApp to keep informed, 84% use search engines and 80% still watch free-to-air television. A campaign that ignores that combination is talking to itself.
Agribusiness also runs on a clock. The campaign competes with planting, spraying and harvest, and the farmer buys in the window where attention is left over, not where media budget is. Add the two intermediaries who rewrite your message before it reaches the field, the dealer and the agronomist, and it becomes obvious why channel material is not campaign leftovers. It is part of the campaign.
B2B companies
A product that needs explaining, a technical buyer, more than one approver and a cycle that does not close inside the quarter. This is the scenario where the campaign has to produce material your contact can defend internally when you are not in the room. When that also runs through events, website and content, the right format becomes integrated projects.
Internal culture
A campaign aimed inside is still a campaign, with the same demand for concept and consistency. The difference is that this audience knows the company from the inside and notices immediately when the promise does not match the practice.
Other sectors come through here all the time. The question we ask is not the industry. It is how long your buyer takes to decide and what it costs to get it wrong with them.
Frequently asked questions
How far in advance do I need to start a campaign?
A disease awareness campaign in health usually starts four months before it runs, because of the medical and regulatory approval cycle. Corporate and product campaigns vary with the number of approvers. The real timeline comes out of the diagnosis, not out of the contract.
Does Laeta handle regulatory approval of the material?
We prepare the material to pass and we follow the process. Approval itself belongs to the client's regulatory affairs and legal teams. No agency approves on their behalf, and anyone promising that is selling something they do not have.
Do you create the brand platform or only the campaign?
Both, and in that order whenever possible. A campaign built on a loose platform ages within one cycle. If the platform already exists and works, we work inside it and tell you where it is pinching.
Do you work with small budgets?
It depends on what small means in your sector. What does not work is spreading a short budget across many channels to look like a big campaign. With a limited budget, we prefer to concentrate on one audience and one channel and do it properly.
How do you measure whether the campaign worked?
We agree the indicator before we start, and it changes with the type of campaign. In a long decision, reach and clicks say very little. We prefer brand recall, entry into consideration, meetings generated and cycle length. Likes are not an indicator.
Are you specialists in health?
We have real depth in health, and it shows in the detail. The piece is built already knowing that highlighting a benefit obliges you to highlight a contraindication and an interaction at 20% of the largest type size, which is a layout decision rather than a proofreading one. It is built knowing an adjective like safe travels with its reference. And the schedule already accounts for the medical and regulatory approval cycle, which eats months. None of that means health is all we do.
Do you do agribusiness campaigns as well?
Yes. Agribusiness has rules of its own and a multiplatform audience that gets informed on WhatsApp, on search and on free-to-air television at the same time, as the ABMRA figures above show. A campaign that picks a single channel talks to a slice and thinks it talked to everyone.
Updated on August 20, 2026.
Bring us the campaign that is stuck.
Including the one that has already been rejected once. That is usually the most useful conversation.
Rather talk now?
Come talk to us laeta@laeta.agShall we set up a chat? We will show you our cases and how we can help you.